Mercedes-Benz USA proudly announced that they once again partnered with The James Beard Foundation, for the third consecutive year, to sponsor the Best New Restaurant Award. This year, the award was presented to the restaurant, Next in Chicago. The award was given out last night at the annual James Beard Foundation Awards ceremony at Lincoln Center’s Avery Fisher Hall in New York City.
Celebrating the lifestyle of the Mercedes-Benz driver, MBUSA joined forces with the James Beard Foundation in 2010 to join their efforts to preserve and celebrate America’s culinary heritage and connect the understanding of culinary innovation with automotive innovation.
“The Mercedes-Benz brand is synonymous with automotive excellence,” said Bernhard Glaser, vice president of Marketing, Mercedes-Benz USA. “Our owners also enjoy fine dining experiences from the best chefs and restaurants across the U.S, and our relationship with James Beard underscores this connection. We are thrilled to present the Best New Restaurant Award to Chef and Owner Grant Achatz and Next.”
As described by the foundation, the Best New Restaurant Award, given to Grant Achatz of Next, recognizes a new restaurant (opened in 2011), that consistently displays excellence in food, beverage and service, and is likely to have a significant impact on the food industry in the years to come. Unlike an a la carte restaurant with many walk-in customers and dozens of menu items, Next is creating a truly unique dining experience for its patrons by selling tickets. As part of the sponsorship, MBUSA will seek to create highly customized programming, engaging consumers and incorporating this year’s winner throughout the year.